This document discusses how product and marketing teams can work together to drive organic growth. It emphasizes the importance of having a "must have" product, compelling messaging, and users who proudly share the product. The key is to validate product-market fit, understand core user needs, and optimize the user experience based on testing. This involves setting up a core growth team to rapidly test ideas across acquisition, activation, retention, and more. The goal is to build an effective testing process that generates learning to continually improve growth.

1. Scaling Authentic Growth
How Product and Marketing Work
Together to Drive Growth
December 8, 2015

2. Key To Sustainable Growth Success

3. Requirements for Organic Growth
• “Must have” product
• Compelling, authentic promise
• Users are proud to share

4. Accelerate by Pouring Fuel on Fire

5. North Star Metric for Growth
• Reflects value delivered to your customers
• Provides lens for measuring real growth and evaluating
tests
• Examples: Airbnb nights booked, Facebook MAU
(monthly active users)
• Captures several metrics
(i.e. retention reflected in MRR and MAU)

6. But First Things First
Scale
Growth
Unlocking Organic
Product/Market Fit

7. Validate Product Market Fit
• “Must have” product for large market
• Ask users “How would you feel if you could no longer
use this product?”
– Very disappointed (40%+)
– Somewhat disappointed
– Not disappointed
– N/A – I already stopped using

8. Unlocking Organic Growth
Scale
Growth
Unlocking Organic
Product/Market Fit

9. Research for Organic Growth
Understand “Must Have” Users
• Who are they (demographics)?
• Why did they seek product (intent)?
• How are they using product?
Key Benefit - Narrow by Must Have
• Ask 1st group: “What is key benefit?” (open ended)
• Ask 2nd group: “What is key benefit?” (multiple choice), “Why is
that benefit important?” (open ended)

10. Research for Organic Growth (P2)
Crowdsource product description
• Have you recommended this product?
(Yes/No)
• If Yes, ask “How did you describe it?”
(open ended)

11. Optimize Organic Value Delivery
Home Page Messaging
• Hook: A/B test “hook” based on intent
(best response)
• Promise: A/B test promise statements
(stay true to “must have benefit”)
• Description: A/B test descriptions
(best response)
Onboarding to “must have experience”

12. Scaling Growth
Scale
Growth
Unlocking Organic
Product/Market Fit

13. Product
Scaling Growth is Cross Functional
External
Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation
Revenue
Retention
Referral
biz
dev/APIs Marketing

14. Product
Core Growth Team Drives Testing
External
Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation
Revenue
Retention
Referral
biz
dev/APIs
Marketing
Growth
Team

15. Building Core Growth Team
• Start with Growth Master
(PM Growth)
• Add dedicated people to core as needed
to hit tempo goals
• Core often includes designers, growth
engineers, analysts…
• Execute High Tempo Testing Process

16. Testing Drives Growth
• Day 1: No certainty about how you
will grow
• More testing = More discovery
• Rapid testing across all vectors
Acquisition Referral
Activation Revenue
Retention Resurrection

17. High Tempo Testing: Twitter
0.5 tests/week 10 tests/week
Satya Patel – 2014 Agile Marketing Meetup

18. Growth Team Needs Effective Process
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning

19. Unbridled Ideation
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning

20. Unbridled Ideation
• Build large backlog of ideas (my team 500+)

21. Inputs for Growth Testing Ideas
External Experts
Internal Experts
Ideas Tests Results
Core Growth Team Drives Process

22. Prioritize Backlog
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning

23. Formalize ideas in Experiment Doc
• Include research, hypothesis, target lever
Keep general contributor
ideas simple (no ICE)

24. Compare Ideas by ICE Score

25. Launch Tests
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning

26. Select Tests in Weekly Meeting
• Choose tests to launch (no brainstorming)
• Assign a project manager to each test
• PM Growth assist in releasing each test

27. Example Growth Meeting Agenda
15 min: KPI review & update focus area
10 min: Review last week’s testing sprint
15 min: Key lessons learned from analyzed tests
15 min: Select tests for this week’s sprint
5 min: Check growth of idea backlog

28. Capture Learning
Unbridled
Ideation
Prioritize
backlog
Launch
tests
Capture
learning

29. Capture Learning Details
• Every test leads to learning
• Organize learning for easy access

30. Share Learning with Team+
External Experts
Internal Experts
Ideas Tests Results
Core Growth Team Drives Process

31. Example Test – Related Posts
• Add related posts to
article summary
• Hypothesis: More time
on site
• Result: Hypothesis
validated
…Article text…

32. Another Example - oEmbed
• Data: Embeds = longer
sessions
• Hypothesis: Same
action = more embeds
• Result: 41% increase in
embedded media
Slides
Videos

33. Example Tests from Dropbox
Revenue
test
Referral
test
Retention/Re
venue test

34. Sharing Landing Page

35. Join GH Projects Private Beta
at Projects.GrowthHackers.com
Purpose-Built Growth Collaboration System:
1) Team Ideation 2) Prioritize Testing 3) Capture Learning